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Wrangler® Marks the Start of a New Generation of Cowboys

Wrangler®Western Wear – the iconic American denim brand and leading western apparel maker – announced today exciting updates to the fall Wrangler® 20X® collection, designed for today’s cowboy who wants to look great in and out of the arena.

Led by the launch of the new Competition Jean Style #01 – endorsed by the Professional Rodeo Cowboys Association (PRCA) – the Wrangler® 20X® collection sports the performance features required for extreme activities and the look desired for everything else – a combination that gives him confidence while he’s competing, performing, and just hanging out.

The Competition Jean will hit store shelves mid-September and offer a mid rise that sits at the waist; an extra relaxed seat and thigh for freedom of movement; heavy weight denim for added durability and strength; leg openings to fit over boots; and a cell phone pocket for convenience.

The Wrangler®

20X® collection is backed by a team of first-class competitive endorsees. From a world champion cowboy to a football player with giant stats, the latest class of Wrangler® 20X® endorsees is at the top of their game:

“Wrangler 20X addresses the need of a new generation of cowboy who’s involved in the western way of life and the sport of rodeo in some way, even if he’s not a ProRodeo competitor,” said Robin Rich, senior marketing manager, Wrangler Western Wear. “We are thrilled to partner with this group of young, fresh faces who epitomize that active lifestyle.”

With a new label that celebrates the legacy of the Wrangler name, the collection’s rebranding will also be marked with a new logo, advertising campaign, in-store POS, and social media components. To access exclusive Wrangler® 20X® team content, find Wrangler Western on
Facebook at,
Twitter at,
YouTube at,
and for more from Wrangler, visit

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